Birmingham comic Joe Lycett has officially changed his name to Hugo Boss, in a move that is sure to anger the German fashion retailer.

Joe Lycett is quite well-known for constantly pushing the boundaries in terms of comedy. If you follow him on social media, you'll know him for constantly bombarding businesses with cheeky emails as well as taking the Mickey out of the odd famous person (Theresa May was one particularly unlucky subject of his, when she was in the public eye).

Now Lycett has his sights firmly set on Hugo Boss and has changed his name to match the brand, in protest against the worldwide fashion designer.

Lycett - sorry, Hugo Boss - released a series of tweets recently where he highlights his reasoning behind his name change, saying that the brand: "HATES people using their name."

Pay particularly close attention to the signature in the Deed Poll letter below.

The move is all part of his hit consumer show 'Joe Lycett's Got Your Back' for Channel 4. For research purposes (for now at least), the newly re-named comedian will be monitoring the fashion brand's strict branding process in his upcoming series.

According to Lycett, Hugo Boss has undergone seemingly abusive legal practices, attacking other business with the word "Boss", or a similar word, in their brand. The luxury fashion house was founded in 1924, growing its business through the manufacture of uniforms for Nazis, while historically also forcing labour in its factory.

We likely won't find out the outcome of Lycett's plan until the second series of his consumer show airs on Channel 4 later this Spring.